THE INFLUENCE OF VIRAL MARKETING, BRAND IMAGE, FOOD QUALITY AND FOOD PRICE MIXUE ON REPEAT ORDERS FOR  GEN Z CONSUMERS IN MEDAN CITY

Sherly Sherly; Violyn Qian; Fajar Rezeki Ananda Lubis; Thezar Fiqih Hidayat Hasibuan

doi:10.55047/transekonomika.v4i4.711

Sherly Universitas Prima Indonesia, Medan
Violyn Qian Universitas Prima Indonesia, Medan
Fajar Rezeki Ananda Lubis* Universitas Prima Indonesia, Medan
Thezar Fiqih Hidayat Hasibuan Universitas Medan Area

DOI: https://doi.org/10.55047/transekonomika.v4i4.711

Keywords: Viral Marketing, Brand Image, Food Quality, Food Price, Repeat Orders

Abstract

The objective of this study is to investigate how Viral Marketing, Brand Image, Food Quality, and Food Price affect Repeat Orders at Mixue Medan. This study falls under the category of quantitative research. The research will involve all customers who have bought items at Mixue in Medan City in 2022, a population too vast to quantify. With 18 question items in the research, a minimum of 90 samples will be needed. The findings from the study indicate that the initial hypothesis has been confirmed, namely Viral Marketing influences Repeat Orders at Mixue Medan, the second hypothesis is accepted, namely Brand Image influences Repeat Orders at Mixue Medan, the third hypothesis is accepted, namely Food Quality influences Repeat Orders at Mixue Medan, the fourth hypothesis is accepted, namely Food Price influences Repeat Orders in Mixue Medan and the fifth hypothesis is that Viral Marketing, Brand Image, Food Quality and Food Price influence Repeat Orders in Mixue Medan.

Downloads

Download data is not yet available.

References

Arianto, N., Asmalah, L., & Rahmat, F. (2022). Pengaruh Kualitas Produk dan Harga terhadap Keputusan Pembelian Studi pada Pengguna Mas Cleaner. Jurnal Pemasaran Kompetitif, 5(2), 194–203.

Arifin, A. K., & Soediono, W. (2021). Pengaruh Food Quality, Price, Location And Environmentdan Service Quality Terhadap Customer Loyalty Melalui Customer Satisfaction. E-Jurnal Manajemen Trisakti School of Management (TSM), 1(4), 151–164.

Cendriono, N., & Ardiana, T. E. (2018). Pengaruh Kualitas Pelayanan Terhadap Pembelian Ulang Dawet Jabung yang Dilihat dari Kepuasan Pelanggan sebagai Variabel Mediasi. Jurnal Akuntansi Dan Pajak, 18(2), 188–195.

Firmansyah, A. (2020). Komunikasi pemasaran. Pasuruan: Qiara Media, 3.

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Progam Ibm Spss 26 (Sepuluh). Universitas Diponegoro.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis: Pearson new international edition PDF eBook. Pearson Higher Ed.

Indrasari, M. (2019). Pemasaran Dan Kepuasan Pelanggan: pemasaran dan kepuasan pelanggan. unitomo press.

Maulida, A. R., Hermawan, H., & Izzuddin, A. (2022). Pengaruh viral marketing dan brand awareness terhadap keputusan pembelian. Publik, 9(1), 27–37.

Rafki, M., Parakkasi, I., & Sirajuddin, S. (2022). Peran etika bisnis islam dalam meningkatkan kepercayaan dan repeat order konsumen. Journal of Islamic Economics and Finance Studies, 3(2), 121–140.

Rianto, M. R., Setyawati, N. W., Rohaeni, H., & Woelandari, D. S. (2022). Pengaruh Harga, Promosi dan Inovasi Terhadap Kepuasan Pelanggan Provider Telkomsel Pada Generasi Milenial Muslim di Kota Bekasi. Jurnal Ilmiah Ekonomi Islam, 8(2), 2159–2166.

Sari, N., & Siregar, A. P. (2019). Pengaruh Food Quality, Price, Service Quality dan Perceived Value terhadap Customer Loyality pada Restoran Aneka Rasa Jambi dengan Customer Satisfaction sebagai Variabel Intervening. J-MAS (Jurnal Manajemen Dan Sains), 4(2), 368–374.

Sugiyono. (2019). Metode Penelitian Kuantitatif Kualitatif R&D. Alfabeta.